TECHNOLOGY: Russian Jewelery Made Available To Western European Consumers Via Zalando

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Jewelery lovers from France, Germany and Italy can now buy creations from Sokolov, one of the most established Russian jewelers, through Zalando.

Sokolov is the first Russian jewelery company to make its products available on this important Western European market.

Zalando customers will receive the Russian-made products in 1-2 days (premium delivery) or up to 4 days (standard delivery terms). Sokolov stated that it began with premium products, which are trendy gold and silver items. It plans to add hundreds more items over the next few months. Russian brand Sokolov also plans to launch its brand-store on the market.

“Direct communication with customers in large foreign markets is the most important element in our strategy,” said Sokolov Managing Partner Artem Sokolov, cited by

Working on Amazon was for us a precedent and showed the potential of jewelry-e-commerce in Europe. Sokolov stated that we are actively expanding our online presence, not just through marketplaces”

Thus by the end, Sokolov sales in Germany will begin through a dedicated mobile application and an online shop on the website.

Established in 1993, Sokolov began to expand retail sales internationally this year, reports Its partner network currently spans across 22 countries: Australia, Azerbaijan, Armenia, Bulgaria, Estonia, Germany, Georgia, Israel, Kazakhstan, Canada, Cyprus, Kyrgyzstan, Latvia, Lithuania, Moldova, UAE, Poland, Belarus, Romania, Ukraine, the USA and Uzbekistan. The Russian jewellery manufacturer sells through Amazon to the USA, Great Britain, Austria and Poland, Italy. Sweden, Spain. The Netherlands, France, Germany and Great Britain.

Sokolov’s latest deal with Zalando is a great example of the increasing effort by Russian manufacturers and brands to sell online. Faberlic (beauty products), Krakatau (clothing) and Maskulo (men’s “concept clothes”) are among other notable cases.

Meanwhile, such marketplaces as Aliexpress, eBay and Wildberries offer opportunities to a variety of smaller Russian producers.

However, outbound cross-border sales are still far behind inbound sales. Products from China and the West continue to enjoy large domestic demand. In 2020, Russia’s inbound cross-border e-commerce volume was in the the range of $3 billion, according to conservative estimates from Russia’s National Distance Selling Association.

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